In a new scientific achievement that adds to the University of Ninevah’s research record, a research paper co-authored by four researchers from the University has been accepted for publication in the Journal of the Academy of Marketing Science (JAMS), published by the internationally renowned Springer Nature. The journal is recognized as one of the leading international journals in the field of marketing and is ranked in the first quartile (Q1) within major global indexing databases.
The research is entitled:
“Digital Customer Experience and Its Impact on Purchase Decision: The Mediating Role of Customer Perceived Value – An Analytical Study”
The study was conducted by:
- Assistant Lecturer Raad Yousif Wadaa Al-Hussein
- Assistant Lecturer Saif Saad Ali
- Assistant Lecturer Saif Saad Hammadi
- Assistant Lecturer Sarah Ahmed Ibrahim
The study examined the impact of digital customer experience on purchasing decisions, with a particular focus on the mediating role of customer perceived value. The findings provide valuable scientific insights that can contribute to the development of marketing strategies and customer relationship management practices in contemporary digital environments.
This achievement reflects the advanced academic and research capabilities of the researchers at the University of Ninevah and highlights their growing presence in international scientific publishing platforms. It further enhances the University’s reputation and supports its ongoing pursuit of academic excellence, innovation, and research leadership.
